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Print Communication Design Short Course

College
Central Saint Martins
Taught by
Marc Wood

Description


This course aims to teach all the creative and technical steps for the creation of beautiful print communication and/or editorial designs.

From prestige books to corporate brochures, customer magazines and leaflets, to fashion catalogues and branded print campaigns (advertisements, posters, etc.), the same design principles of visual communication—typography, layout composition, image-making, editorial design and art direction (of photography and illustration)—apply.

In this practice-based course, you will learn how to construct and style your print design and/or publication, using principally Adobe CC Software: InDesign, Illustrator and Photoshop.

The focus of the course will not however be solely technical, but will aim to develop your design sensitivity and knowledge of best practice in editorial design, typographic layout, strong image-making and art direction.

Ultimately, the course aspires to enlighten and inform students to plan, design and produce powerful content and messages through the combinations of the printed word and image, and to design engaging printed communication and media with an audience in mind.

Topics covered

  • Basics of typography
  • Visual principles of layout design
  • Visual hierarchies, typographical hierarchies, grids
  • Typographic detailing
  • Basic elements in editorial design
  • Art direction of photography and illustration
  • Building narratives through photography and/or illustration
  • Exploring type, form, colour, composition, style and imagery, to express a visual tone of voice relevant to a specific audience: i.e. luxurious, trendy, dynamic, classical, etc.
  • Planning and sequencing content in publications
  • Print production process and techniques: scanning, colour conversion, imposition
  • Preparing final artworks for professional printing
  • Choosing and specifying: paper, card, colour and materials specifications
  • Basic print techniques, special print finishes and binding
  • Special print techniques (e.g. special Pantone inks), special print finishes (e.g. types of varnishes) and binding (types of binding)
  • Print management: design and production phases, scheduling, liaising with printers

Course outcomes

By the end of this course you will have:

  • Created a print communication design for yourself, or your personal business
  • Acquired a clear understanding about the whole process of graphic design as applied to print design (brochures, catalogues, books, posters, etc.)
  • Learnt the visual principles behind successful and powerful layout and composition that are communicative to their target audience and effective in engaging them.
  • Developed sensitivity and knowledge of effective use of typography and art direction in print communication 
  • Learnt about preparing press-ready final artwork for printers
  • Gained a good understanding of print production professional processes
  • Learnt about adding creativity with special print techniques, finishes and binding

Who should take this course?

Beginners/Intermediate, all welcome. Anyone interested in graphic design and the production of high professional standard printed communication outcomes. Graphic design students, BA and/or MA graduates, junior designers wishing to improve their print design skills, marketing professionals wanting to learn more about the creative design process, business start-ups wishing to produce promotional materials, any type of design students or junior professionals.

Level: All levels welcome

Entry requirements

A creative and open mind. Basic knowledge of Mac and Adobe Creative Cloud software —especially Adobe InDesign, and to a lesser extent Adobe Photoshop, is required. Basic knowledge of Adobe Illustrator is also useful but not absolutely essential. Basic knowledge of Adobe CC is sufficient as basic operative functions will be taught in-class and one-to-one (if required).

Please note: This course is for students aged 18 and older



Tutor Description


After graduating in 1988 from Central Saint Martins, Marc Wood worked at the UK’s top agencies and consultancies including: Gary Rowlands Associates, Lewis Moberly, Michael Peters Group, Coley Porter Bell, Peter Saville Associates, Pentagram, Conran Design, Luxon-Carra and Contra, where he was creative director of a 110 people-strong global integrated creative agency.

Since 2004, Marc Wood has been running a small boutique brand consultancy specialising in brand identity creation , implementation and brand management. In the course of his career, Marc Wood has designed and managed branding and design projects for a large variety of international clients, in various fields of industry—from commercial brands to cultural bodies and corporate institutions—including, to name just a few: Nokia, Nokia Siemens Networks, Bosch-Siemens, Aer Lingus, EMI Classical, Marks & Spencers, Philips, Sega, Alessi, Bowers & Wilkins, Thermos, Smithkline-Beecham, Cummins, Wärtsilä, M-Real, Kone, Coopers & Lybrand, Pilcher Hershman, Strutt & Parker, Factory communications, (French) Ministère de la Culture, Storm Model Agency, Wagamama, Warner Chappell, Warner Music, Yohji Yamamoto, London Fashion Week, Jil Sander, SCP, London Designer Show, Native Design.

Marc Wood’s approach centers around the creation of unique brand languages, original brand realms which convey the essence, express the personality and communicate the values and vision of the clients’ brands, be they products or institutions. Marc Wood’s practice strives to discover new ways to communicate identity, applying branding concepts on an array of media and touch-points to engage audiences, and exploring the new interactive possibilities of new technology to keep the conversation going.

Marc Wood has also been a senior Associate Lecturer at Central Saint Martin’s, University of the Arts London, since 1995. In his teaching, Marc’s focus lies in re-appraising and questioning the nature and experience of visual identity and branding, and in pushing the boundaries of branding beyond its current remits of practice.



Materials


Please bring the following with you to the first session:

  • Pen
  • Pencil
  • Rubber
  • Sketchbook or notebook
  • USB stick

A laptop is recommended but not compulsory


Available dates